| Pub. Date | : | Dec, 2022 |
|---|---|---|
| Product Name | : | The IUP Journal of Brand Management |
| Product Type | : | Article |
| Product Code | : | IJBRM021222 |
| Author Name | : | Henrik Uggla |
| Availability | : | YES |
| Subject/Domain | : | Marketing |
| Download Format | : | PDF Format |
| No. of Pages | : | 06 |
Brand portfolio strategies are an essential prerequisite for the long-term success of multi-brand companies. The paper focuses on the intersection of consultancy jargon, academic research and pedagogic work in brand portfolio management. These three fields benefit from modifying and using each other's metaphorical content, and capitalize on rather than cannibalizing each other. Given that brand portfolio management is one of the strongest and most influential in the world of marketing, this study provides valuable insights to marketers.
"A big insight is that branded alliance partners are part of the brand portfolio and that
their role and relationship to other portfolio brands should be managed."
One concrete expression of this is the endorsement in general of Aaker's (2004a)
ideas in brand portfolio management and the more specific endorsement of his brand
portfolio takeaways (Prophet, 2022).
Aaker's epilogue of 20 takeaways should be a bible for all brand managers who want to drive
business success.
- Peter Sealey, Former Chief Marketing Officer, The Coca-Cola Company
Brand portfolio management and brand architecture are two of the most versatile and globally spread concepts in strategic brand management over the last 20 years. Although several important articles appeared in the 1990s on the emergence of global brand portfolios and hybrid structures through dual branding in brand portfolio management (Saunders and Guoqun, 1997), the real "conceptual explosion" happened after a seminal pragmatic article in the California Management Review and a book on the high separation brand positioning/segmentation/market context concept of the brand relationship spectrum (Aaker and Joachimstahler, 2000a). A Google search on brand portfolio management yielded millions of results, and the terms 'house of brands' and 'branded house' generated even more. This paper suggests an increased focus on the intersection of consultancy jargon, academic concepts and pedagogic contributions to the field. In addition, it suggests different ways in which the fields of academic and consultancyoriented brand portfolio management jargon can build and capitalize on each other, rather than cannibalize each other, for the benefit of both these areas. Also, it is suggested that pedagogic development in the field of brand portfolio management would thrive from both these discourses. In the next section, the paper suggests four broad and futuristic research themes that can enable further integration and balanced capitalization between academic brand portfolio management and consultancy-oriented metaphors in the field.